Who Owns HOKA? Truth About Nike, Deckers, and the Running Shoe Brand

You pop into a running store, spot the wall of chunky, bright HOKA shoes, and wonder, “Are these guys part of Nike’s kingdom too?” With Nike gobbling up brands for decades, it’s not a wild question. But the real story behind HOKA, their wild rise, and where they fit in the athletic world—the answer is way more interesting than a corporate logo swap.

Unpacking the HOKA-Nike Ownership Myth

This rumor floats around every running club and shoe store: Does Nike own HOKA? It feels almost logical. Nike is the giant of sportswear, and HOKA’s explosion in popularity seems like the kind of thing only a superpower could pull off. But here’s the simple answer: Nike does not own HOKA. Dig into HOKA’s history, you’ll find they’re actually owned by Deckers Outdoor Corporation, which also owns UGG and Teva—two names you wouldn’t likely pair with ultra-marathon running.

This confusion often comes from the fact that Nike has indeed bought up several running brands before—anyone remember Converse and Cole Haan? Plus, the lines between running shoe companies seem blurrier than ever in the age of sneaker collabs and corporate mergers. HOKA, though, is firmly in the Deckers camp. Since Deckers bought them in April 2013 for a reported $1.1 million (a bargain, in hindsight), HOKA has thundered ahead all on its own, outpacing other newcomers and even giving Nike’s own running shoes some serious competition on the trails and roads.

So, why do people still think Nike owns them? It might be that HOKA’s aggressive growth, big advertising budgets, and shiny athlete sponsorships bear more than a passing resemblance to Nike’s style. But behind the scenes, it’s a completely different team pulling the levers. Deckers lets HOKA run pretty independently—it’s one of the secrets to their oddball innovations and cultlike fan base.

The HOKA Story: How a Tiny French Brand Went Global

Picture two French guys—Nicolas Mermoud and Jean-Luc Diard—both former Salomon employees, chatting about trail running and the pain of downhill pounding on their legs. In 2009, they dreamed up a shoe with an oversized midsole and a rocker-shaped sole, totally weird compared to the flat, minimal designs dominating the shelves at the time. They called it HOKA ONE ONE (pronounced ‘ho-ka oh-nay oh-nay’), a Maori phrase roughly meaning “to fly over the earth.”

At first, folks laughed. The shoe looked like it belonged on cartoon characters, not serious runners. But it worked. Trail runners raved about the pillowy cushioning, the crazy stability, the way it made descents less torturous. Fast forward just a few years and HOKA was a must-have for ultra-runners, and even people with chronic knee or joint pain were giving them a go. It didn’t hurt that some big-name athletes jumped on board, putting HOKA on the radar for mainstream road racers and gym-goers too.

Deckers saw the potential and snapped up the company. But instead of folding HOKA into the UGG or Teva family, Deckers let it keep its maverick style. They pumped money into research, marketing, and talent—helping HOKA launch dozens of new models rather than just sticking with the original trail shoe formula. By 2024, HOKA’s revenue had shot past the $1.8 billion mark, according to Deckers’ annual reports. That puts them right up there with some of the top five running brands in the world.

What’s wild is just how quickly people of all ages, from 60-year-old marathoners to first-timer joggers, latched onto HOKA. Walk into a shoe shop in Adelaide, San Francisco, Tokyo, wherever—you’ll see parents, teenagers, and retirees all checking out those chunky foam shoes.

Deckers: The Real Powerhouse Behind HOKA

So who are Deckers, the real owners of HOKA? If you’re picturing a shadowy mega-corporation, think again. Deckers started back in 1973 in California, first catching fire with Teva sport sandals in the ’80s, then making a killing with UGG boots in the 2000s. But unlike Nike’s laser focus on sports performance, Deckers seems to let each brand do its own thing. That loose philosophy helped HOKA keep its quirky charm instead of going full corporate.

Deckers isn’t tiny. In 2024, their total net sales hit a whopping $4.1 billion—a huge chunk of that coming from HOKA, which has arguably become their star brand. Here’s a quick look at how the numbers stack up:

Deckers’ approach has been about supporting HOKA’s offbeat innovations—like putting carbon plates in max-cushion shoes, trying out eco-friendly materials, and not being afraid to make shoes that look like moon boots. They don’t seem interested in slapping a Deckers logo all over every box. In fact, Deckers brands rarely cross-promote products. You’ll never see a Teva sandal cheerleading for a HOKA Clifton on social media. This lets HOKA run its own races—literally and figuratively.

It’s also worth noting that Deckers is a publicly traded company, listed on the NYSE as DECK. Anyone can look up their financials and see that Nike’s name is nowhere in sight. If you’re a detail nerd, comb through their 2025 filings—you’ll see HOKA is clearly part of the family, right next to UGG and Teva.

Nike vs. HOKA: How the Two Brands Stack Up

So, if Nike doesn’t own HOKA, are they rivals? You bet. While Nike is the biggest fish in the sneaker sea (over $51 billion in annual revenue and counting), HOKA’s vibe is totally different. Nike loves to tell splashy stories about top Olympians; HOKA sneaks up by getting their shoes on the feet of everyone from ultra-trail runners to exhausted nurses on a hospital floor.

Nike’s running shoes, especially the Vaporfly and Alphafly series, have made headlines thanks to marathon wins and record-breaking tech. Their focus is all about speed, lightweight feel, and, let’s be real—hype. HOKA, by contrast, built its legacy on comfort, injury prevention, and making distance running feel almost pleasant for casual runners and veterans alike. The meta-rocker sole, mega-cushioning, and unique look set HOKA apart in a way that Nike—despite dozens of models—never quite chased until recently.

A fun fact: Nike spent over $3.5 billion on advertising in 2022, while Deckers, even with HOKA in the mix, spent less than $500 million across all brands the same year. Yet both companies’ shoes land on “best buy” lists worldwide. Sneakerheads, data nerds, and people with bad knees all have their strong opinions on which is better—so the Nike vs. HOKA battle isn’t going away anytime soon.

If you’re debating between the two, try both. Some runners like Nike’s flyweight race-day options, but swap to HOKA for recovery runs, trail slogs, or just walking the dog. And while Nike has a bigger presence on Olympic tracks, you’ll spot plenty of HOKA shoes at local parkrun events or even on coaches pacing around footy fields here in Adelaide.

Tips for Choosing the Right Running Shoe in a Crowded Market

Now that you know HOKA isn’t just another Nike label, picking your next running shoe might seem more overwhelming than ever. The market is flooded with technical jargon, wild colorways, and big promises. Here’s how to cut through the noise and land on a shoe that’ll actually help you clock more happy miles:

• Ignore the hype. The flashiest ads don’t always point you to the best shoe for your feet. Your body comes first.
• Know your running surface. HOKA started with trail shoes but now makes top-notch road and hybrid models. Nike excels on the road and track but has some surprisingly good trail shoes too (look up the Wildhorse series).
• Be honest about your distance and pace. Are you chasing a personal best at Parkrun? Just want less pain on a morning stroll? HOKA’s maximal cushioning works magic over longer distances or heavy landings. Nike’s snappy racers might appeal if you value lighter weight above all.
• Look at fit and width. HOKA’s shape can be roomy up front, while some Nike models run narrow. Try shoes on later in the day—your feet swell a bit after walking or working, making sizing more accurate.
• Read user reviews from people with similar running styles or challenges. Websites like RunRepeat and Reddit have honest breakdowns, not just marketing lingo.
• Don’t ignore comfort. The most high-tech shoe is useless if it gives you blisters. Walk, jog, even do a sprint in-store if you can. Your body gives instant feedback—you don’t need a degree in podiatry to know what feels good.
• If it’s available, go to a specialty running shop. They’ll measure your feet, watch your stride, and let you test-drive a few pairs. Chains like The Athlete’s Foot often have HOKA and Nike side-by-side for quick comparisons.

If you rotate between pairs, lots of runners actually keep both a HOKA and a Nike in their weekly mix. Recovery days get max-cushion comfort, fast days get that featherweight pop. It’s a smart way to stay injury-free—and keep things interesting. And if you love data, don’t forget to track your miles. Most shoes last about 400-600 kilometers before the cushioning really gives out. With HOKA’s thick soles, you might get a bit longer, but watch for worn tread or aches that creep in.